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Welcome to me new front in medical marketing: Hospitals jockeying to position Manolo Blahnik snakeskin diamond sandal for growth amid a perfect storm of aging baby boomers and a health-care-reform bill that will result in millions more insured patients down the road. To be sure, the oudays are nowhere near the $4.5 billion in ad dollars dispensed by the direct-to-consumer drug category, but it’s picking up where DTC left off as nationally known brands such as the Mayo Clinic Cleveland Clinic, Johns Hopkins, Memorial Sloan-Kettering and Massachusetts General Hospital ramp up spending. With a combination of co-branding partnerships, Manolo Blahnik Suede Pumps Red advertising, and an increased presence in social media, hospital and medical centers are trying to establish themselves as the go-to place for particular diseases as more patients comparison shop for treatment. “We used to think of hospitals in terms of geography – what’s dosest and how fast can I get there? Now that’s not an issue,” said Ned Russell, managing director of Saatchi & Saatchi Wellness. “The health-care business is developing its own destination segment.” He noted that “a lot of these national and world-class medical Manolo Blahnik Zip Back Sandal have developed their own specialties and it’s become part of their brand value. They need to attract talent and get funding. How do they do that? By increasing their patient base. How do they lure patients? Their advertising. Doesn’t seem to matter these days how far away a patient is.” Indeed, 25% of the patients at the Mayo Clinic in Rochester, Minn., come from 500 MB Lace Pumps in Purple away or more. To get patients traveling, hospitals are upping the ante. The Cleveland Clinic more than doubled its ad spending from 2008 to 2009, according to Kantar Media, from $3.9 million to $8.5 million. Spending by Sarasota (Fla.) Memorial Health Care System is up 10%, and it’s up 15% at Detroit’s Henry Ford Health System.